Mexico is becoming the new international frontier for Italian wine and fine food. On 5 and 6 November 2026, Expo Santa Fe will host the first Mexican edition of Wines Experience & Fine Food, the international format developed by Fiere Italiane SEA in collaboration with BolognaFiere, aimed at creating direct connections between Italian producers and professional operators in high-potential markets.
With the support of ITA-ICE, the participation of Italia del Vino, and the involvement of new industry players, the event is positioning itself as a new strategic platform to strengthen the presence of Italian excellence across Latin America.
As with previous editions in London and Ho Chi Minh City, WineCouture will support the event as a media partner through a new issue of WineCouture International Edition, further consolidating its role as an editorial platform dedicated to telling the story of Italian wine in global markets.
Mexico Confirms Its Position as a Fast-Growing Market
The decision to bring Wines Experience & Fine Food to Mexico City is far from accidental.
With a population of more than 130 million people, wine imports valued at USD 315 million, and per capita wine consumption having increased by 60% over the last 15 years, Mexico is now one of the most attractive markets for Italian companies pursuing international growth.
Imports account for more than 70% of national wine consumption, and Italy is already among the leading suppliers to the Mexican market. Growth prospects are equally significant: the value of the local wine sector could reach USD 6.6 billion by 2030.
This scenario makes Mexico an increasingly strategic destination for companies seeking new commercial opportunities beyond traditional markets.
More Than 130 Exhibitors and Over 1,000 Wines to Taste in Mexico City
The first Mexican edition of Wines Experience & Fine Food will bring together approximately 130 exhibiting companies and more than 1,000 wine labels.
The objective is to facilitate meaningful interaction between supply and demand through the participation of more than 1,000 international professionals from key sectors including distribution, import, hospitality, and food & beverage.
The project has been conceived with a strong business focus and aims to build long-term commercial relationships between Italian producers and buyers across the Latin American region.
Wines Experience & Fine Food: A Format Beyond the Traditional Trade Fair Model
At the heart of the initiative is a philosophy that differs from the traditional structure of international trade fairs.
Wines Experience was conceived as a relationship-driven platform that prioritises the quality of professional interactions. The exhibition layout is organised around open lounges, shared environments and dedicated spaces designed to encourage direct dialogue between companies and industry professionals.
The goal is to foster networking, mutual understanding and the creation of tangible business opportunities within an environment designed to promote meaningful interaction rather than simple exhibition.
Masterclasses, Tastings and the Blind Tasting Area
The event programme will be enriched by a series of activities dedicated to education and promotion.
Masterclasses, specialist seminars and guided tastings will allow participants to deepen their knowledge of Italian wine regions, appellations and production styles.
Particularly noteworthy will be the Blind Tasting Area, a space dedicated to anonymous tastings that will allow companies to collect valuable data, feedback and insights regarding the positioning of their wines in international markets.
The Market Shapers Awards will also return, recognising companies, professionals and organisations that contribute to the growth of Italian food and beverage products in international markets.
ITA-ICE and Italia del Vino Strengthen the Wines Experience & Fine Food Project
The Mexican edition will benefit from a network of leading partners.
Following the support already provided by WineCouture, Decanter and Gambero Rosso are also joining the project, further enhancing the international visibility and authoritative profile of the event.
The support of ITA-ICE will be particularly important, with the agency participating through a collective exhibition of Italian companies, while Italia del Vino will attend alongside some of the country’s most important wineries.
The combination of institutional support and market operators confirms the project’s international ambition.
Fine Food Takes Centre Stage
The Mexico City edition also marks a significant evolution of the format.
Alongside wine, greater emphasis will be placed on the fine food sector, expanding the representation of Italian agri-food excellence.
Gourmet products, premium ingredients and regional specialities will accompany wine labels, offering industry professionals a broader view of Italian gastronomic culture while creating additional opportunities for networking and commercial collaboration.
Wines Experience & Fine Food: A Global Project Already Looking Towards 2027
The Mexican event forms part of an international journey that has already established solid foundations.
Previous editions in London and Ho Chi Minh City demonstrated the format’s ability to attract qualified companies and buyers, with more than 170 Italian exhibitors and 1,200 professionals attending in the British capital, and 70 exhibitors alongside 550 international buyers participating in Vietnam.
Following its debut in Mexico City, the calendar will continue in 2027 with a return to Ho Chi Minh City on 19 and 20 May and to London on 4 and 5 October.
A strategy that confirms the ambition to build a stable international platform capable of supporting Italian companies in the world’s most dynamic markets and strengthening the global positioning of Made in Italy wine and fine food.
